Download - Tasty Cola
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SQUARE BEVERAGE LIMITED 1
EXECUTIVE SUMMARY
Now a days drinking becomes the part and parcel of every people. Drinking is a
major form of entertainment in peoples life. Drinking refreshes peoples body and
mind and most of the people drinks for enjoyment. Soft drink is a consumer
product in Bangladesh. In Bangladesh the market of soft drink is very
competitive. The marketing processes of soft drink are different in Bangladesh
then other countries. Here the producers of soft drink do not sell the products to
the ultimate or final consumers. Companies are totally dependent on various
distribution channels like wholesalers and retailers to deliver the product to the
final consumer. So here the producers have to make people aware about their
product through different advertisements and other promotional tools. With an
aim to learn the marketing prospects of Bangladesh a study has been done with
a soft drink namedTasty Cola which is going tobeintroduced very soon by
the most powerful and financially strong company Square.Currently Square is
not in the beverage side but they are trying to start their new segment named
Square beverage limited and Tasty Cola is going to be their fist soft drink in
this market. Here this report suggest about the marketing process that Squaremay or should look at to get good market share with this new product as soon as
possible.
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SQUARE BEVERAGE LIMITED 2
PROJECT TITLE
The name of this report is The Marketing process of a new product. And for
that purpose we chose a well known company named SQUARE.
OBJECTIVE OF THIS PROJECT
We are the students of MKT-202 Principles of Marketing. As a part of our
study, the report was assigned by NAZLEE SHIDDIQUE, Lecturer, School of
Business, North South University. We are thankful to her for assigning us such
type of projects works in a group of four members.
PURPOSE
The purpose of this report is to find out some marketing processes through which
a new product will be able to sustain in the market and be able to increase the
market share in near future.
Few years back we had only two major soft drink companies in the market and
those were Coca Cola and Transcom Beverage (Pepsi). But in the last few years
we got some other companies who start their business in this market. When this
companies started their business the competition was not that much severe as
present situation. But now the situation is really difficult for a new product or
company to sustain because of huge competition. Now all the companies are
giving all most same type of product in different price. Now SQUARE is trying to
introduce TASTY COLA and they are facing a big competition from other
companies. So to sustain in this market withholding the pressures of competition
Square may follow the following marketing processes to sustain and get
profitable growth in near future.
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LIMITATIONS OF THE REPORT
The sellers of different superstores were really busy but still
they helped as far it was possible.
Some matters of SQUARE are confidential so we got very
little information.
Different shopkeepers give different type of information which
conflict each other so we get confused.
Beside all we try to do our best for this report.
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COMPANY OVERVIEW
SQUARE is one of the biggest and oldest companies of our country. They have a
very good image in the market. They are one of the strong financed companies
of our country. They have a very good background which started from 1958 by
starting a pharmaceuticals company and continuing up to 2004 by starting a new
segment named - Square Beverage.
1958 Debut of the Pharmaceutical company as a Partnership Firm.
1964 Transformation into Private Limited Company.
1974 Technical Collaboration with Janssen Pharmaceutical, Belgium, asubsidiary of Johnson and Johnson International, USA.
1982 Achieved first position in the Pharmaceutical Market of Bangladeshamong all national and multinational companies.
1985 Achieved first position in the Pharmaceutical Market of Bangladeshamong all national and multinational companies.
1987 Pioneer in export of pharmaceuticals goods. New facility is built to meet
growing market demand.1988 Square Toiletries Limited made its entry as one of the divisions of
Square Pharmaceuticals Ltd.
1991 Square Pharmaceutical Company Converted to a Public LimitedCompany.
1994 Initial offering of public shares. Square Toiletries Limited began itsjourney as a separate entity.
1995 Chemical Division of SPL started bulk production of ActivePharmaceutical Ingredients (API).
1997 Manufacturing of MDI first time in Bangladesh. Export to Russia and
Pakistan. Establishment of first unit of Square Textiles Limited.1998 ISO 9001 certification for Square Pharmaceuticals Limited. Operation of
new division for Agro Chemicals and Veterinary products. Establishmentof second unit of Square Textile Limited.
1999 Agreement with Bayer AG, Germany and Eisai Co. Ltd., Japan;Technical know-how transfer to international pharmaceutical companies.
2000 Establishment of Square Spinning Limited.
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2001 Operation of new factory with a view to get USFDA/MCA approval andproduction support for expanding export operations.
2002 Establishment of Square - Fashions Limited.Establishment of Square - Knit fabrics Limited.
2003 Turnover crosses Four Billion Taka mark.
In 2004 there are going to open their new segment and that is with the product
Tasty Cola.
SQUARE PRODUCTS AND DEPARMENTS
Square Pharmaceuticals Ltd.
Square Textiles Ltd.
Square Spinning Ltd.
Square Toiletries Ltd.
Square Consumer Products Ltd.
Square Informatics Ltd.
Square Health Products Ltd.
Square Agro Ltd.
Sheltech
Pioneer Insurance Company Ltd.
Mutual Trust Bank Ltd.
National Housing Finance And Investment Ltd.
Mediacom Ltd.
Aegis Services Ltd.
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Maasranga Productions
MARKETING DEPARTMENT:
A well-structured and indomitable pharmaceutical
marketing network in Bangladesh.
The Marketing Division has in excess of 1000 personnel.
More than 500 Medical Representatives.
Product Management Department is run by more than 25
brand Executives from different disciplines (MBA's, Medical
Doctors, and Graduate Pharmacists).
Medical Services Department has a collection of graduate
doctors for interacting with target medical professionals.
Market Research Department is well developed and is run
by MR professionals.
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STRATEGIC PLANNING
COMPANY OBJECTIVES and GOALS
Tasty cola wants to be one of the most successful cola
which will be liked by the people very much.
It wants to get the market shares in a big amount as early
as possible.
It wants to serve people the best cola of Bangladesh.
Square is focusing on the quality and taste of the product to obtain a better
image in the market. Square is not thinking about gaining profit in short terms
rather they are looking for long term profits.
Year 2005 2006 2007 2008
Market share 5% 10% 15% 24%
Square is looking to get the 5% of market share in the first year and afterwards
they will try to increase their market share in the next 2/4 years. They are actually
looking for get around 24% market shares in 2008and thats their main target.
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MISSION STATEMENT
The mission statement of Square is ------
We want to satisfy consumers by providing products with
international premium quality standard and innovation at a
competitive price that offers best value for their money.
TASTY COLA
COMPONENTS
Testy cola is different from all other colas of the market and so some unique
materials are used to produce this testy cola which are stated below---
It has a unique vanilla test on it. So vanilla is used for the
production of testy cola.
It tests sweet like the Pepsi test. So to make it sweet,
some ingredients are used in it like saccharine.
It is free from alcohols. So in the production of testy cola
alcohol is not used.
To make it testier some other flavors are also used in it.
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MATERIALS USED IN THE PRODUCTION OF TASTY COLA (PER LITER)
WATER + CO2 52 mg
VANILLA 15 mg
SUGAR 15 mg
CARBOHYDRATE 18 mg
FEATURES
It has some unique features in it which will make it different from other colas.
1) It has a very good vanilla flavor which the other colas dont have. It will
give a very good sweet test also with the vanilla test.
2) It is good for health because it has no alcohol. It is safe for all kind of
people because its ingredients are really suitable for the people. It has
very little sugar in it, so that the person who has diabetics problem will not
have to worry while taking this drink.
3) It will give a good taste in a low price.
4) It is totally fat free so peoples who have heart diseases will be able to take
this drink and they wont have any problem.
USAGE
People will use the product because it has a very good taste as well as its good
for health. People will get a different taste which they never get never before.
Tasty Cola will give the consumers total satisfaction on the time of drinking.
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PRODUCT / MARKET EXPANSION GRID
EXISTING PRODUCT NEW PRODUCT
EXISTINGMARKET
NEWMARKET
For our product we are following the product development process.
PRODUCT DEVELOPMENT
Product development is a strategy for company growth by offering modified or
new products to current market segment. We are following this because we are
introducing a new product in the existing market. We are introducing a new
product named Tasty Cola in the same coal segment of the market. Here we
are giving the same people a new taste which is made of vanilla. So this is
product development process for SQUARE to make the company bigger and
profitable.
MARKET PENETRATION PRODUCT DEVELOPMENT
MARKET DEVELOPMENT DIVERSIFICATION
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SWOT ANALYSIS
SWOTAnalysis ofTasty-Cola
STRENGTHS:
1.Strong marketing forces:
Tasty-Cola has a very specialized marketing team comprising of members who
have proved their way into the company through hard work and perseverance.
The extremely challenging selection system distinguished them from the rest of
the workforce.
2.Customized-taste:
Before the launch of the product, a market research was undertaken to find out
what particular cola trait attracted the people (fizzy ness, sweetness, thickness
etc.). Tasty-Cola has been made suitable for the preferences of the Bangladeshi
people as far as taste is concerned.
3. Own production plant:
Tasty-Cola has their own production plant which gives them greater control over
the activities that they undertake. They have their own production areas which
are suitable for making this type of products. They have very good place to stock
the ingredients and outcomes.
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WEAKNESSES:
1. Ingredients quality:
Unlike Coke or Pepsi, the mix is not brought from foreign countries but made
here in Bangladesh. As a result, the quality of the base ingredients might just not
be at par with that of the international brands like the two mentioned before.
2. Lack of promotional funds:
Funds for the cola would be relatively low when compared with cola giants like
Coke and Pepsi who have been in the local market for a long time. Competing
with them might be hard for the local company with relatively low fund levels.
3. Limited market share:
The Bangladeshi market is already dominated by Pepsi and Coke who, during
the last few years, had to share some portion of it to 2-3 local brands of cola as
well. As a result, the task of Tasty-Coal team would be very challenging to make
room for their share.
OPPORTUNITIES:
1. Huge market:
The population of Bangladesh is increasing at a very high rate and so is
increasing the potential cola drinkers. This growth rate makes the Bangladeshi
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market a very attractive one for any cola brand who would do anything to enter
this market.
2. Local appeal:
Being a local product, a segment of the consumers might be inclined to buy the
local Tasty-Cola, preferring it over foreign brands. That would be one huge
advantage that the local brand would have over the foreign ones.
3. High growth rate:
In cola markets like that of Bangladesh where the saturation point of the market
has not been achieved yet, there is immense potential for a new cola to create its
own share of the market. The per capita soft drink consumption is increasing
every day and so it can be expected to last for some considerable time.
4. Good relationship with retailers/ dealers:
Tasty-Cola team has very good relationship with the retailer/dealers who have
made the distribution easy and effective for tasty-cola.
THREATS:
1. Other existing products:
There are a number of foreign and local colas already in the market engaged in
fierce competition. The amount of time they have been in the market and the
experience they have gained in this area makes them a great threat for Tasty-
Cola from the very beginning.
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2. Good taste of competitors:
The competing brands have made their tastes acceptable in the minds of the
consumers, and although the taste of Tasty-Cola was developed after extensive
research, being there in the minds of the consumers and being there in reality is
a totally different matter. So many cases are present in the marketing world
where research findings have been defied that there is no scope of saying that
just the mere existence of Tasty-Cola would make its taste acceptable to the
consumers. They might still stick to the old established brands and consider them
to have the better taste.
4. Political instability:
The country Bangladesh is one of the most politically unstable countries in the
world. Change in power brings in change in policies that affect the businesses in
different way (and which are always that fair). The external environment is not
that business-friendly as well.
5. Competitors equipped with greater promotional funds:
International brands like Coke and Pepsi have massive funds allotted for
promotional purposes. Local brands also have some fund, especially those who
have been successful in gaining some market share at the expense of the other
established ones. Promotions play a major role in the sale of any product, and
competitors getting the edge there could easily have the conditions in their favor.
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MARKETING PROCESS
MARKET SEGMENTATION
SEGMENTATION
Segmentation is one of the most important parts for marketing activities.
Segmentation means dividing the market into distinct groups of buyer with
different needs and wants, characteristics, and behaviors who might require
separates attributes. This is the first step of a company in the marketing process
of a new product.
Company has to segment their market to achieve their objectives. For our
product we segment our market according to
Geographic
Demographic
Psychographic and
Behavior
MARKET SEGMENTATION
25%
25%25%
25% geographicdemographic
psychographic
behavioral
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The variables for our market segmentation are
GEOGRAPHIC
Density: Urban, suburban, rural
Climate: All the seasons
DEMOGRAPHIC
Age: 8 -12, 15 25, 28 -30
Gender: Male, Female
Generation: Baby boomer, Generation X, Generation Y
PSYCHOGRAPHIC
Social class: Upper class, lowers class, middle class
Life style: Achievers, Strivers, and Strugglers
Personality: Compulsive, gregarious, authoritarian, ambitious
BEHAVIORAL
Occasions: Regular, special, unusual,
Benefits: Quality, service,
Attitude toward product: Positive, different, Enthusiastic
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GEOGRAPHIC
Bangladesh is a small country of 140 million people squeezed in a limited space
of only about 144000 sq km. In our country there are some urban, suburban and
rural places. Our product is for all the peoples who live in either cities or villages.
We distribute our product every where of the country so that all kind of people
can get it easily.
DENSITY
60%
CLIMATE
40%
0%0%
DEMOGRAPHIC
We have a big population and most of them are young. Generally young people
prefer soft drinks so we have great opportunity in our product. Our products price
is highly affordable so that we dont have to think too much about the income of
consumer.
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60%
30%
10%0%
AGE
GENDER
GENERATION
PSYCHOGRAPHIC
For this segment we have divided our consumer into different groups based on
social class, lifestyle, and personality characteristics.
SOCIAL
CLASS
50%
LIFE STYLE
20%
PERSONNA
LITY
30%
0%
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BEHAVIORAL
We have used occasion benefit and attitude toward product for this segment.
This will have a positive impact on our product.
30%
30%
40%
0% OCCASIONS
BANEFITS
ATTITUDE
TARGET MARKET
The part of the market which a company decides to serve with their product or
service. It is very difficult to serve the whole market with a particular product in a
specific time. A company must have a target market for their particular product or
service.
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There are four types of target marketing segmentation-
Undifferentiated marketing (mass marketing)
Differentiated marketing (segmented marketing)
Concentrated marketing (niche marketing)
Micro marketing (local or individual marketing)
For our product we are following the mass marketing strategy.
TARGET
MARKET
URBAN SUBURBAN RURAL
Undifferentiated
Marketing
Differentiated
Marketing
Concentrated
Marketing
Micro
Marketing
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UNDIFFERNTIATED MARKETING
This marketing strategy covers the whole market with one offer without
differentiating the market segment. This is also called mass marketing. In this
strategy we have to focus on what is a common need of consumers.
In terms of Tasty Cola we are concentrating on all type of segments that means
we are not giving this cola to any specific group of people rather than we are
giving our product to all type of peoples. We are not differentiating the market
and we are targeting the peoples of every age, place, and personality. Our
product is for every one so that we can get advantage of the huge population.
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COMPETITORS TABLE
COMPANY
NAME
PACKAGE
SIZE
PRICE U.S.P ESTIMATED
MARKET
SHARE
TRANSCOM
BEVARAGE
(PEPSI)
Can 250 ml
Glass Bottle
250 ml ,
1 liter
Plastic Bottle
2 liter
20 TK
10 TK
30 TK
45 TK
Pepsis own
special sweet
taste.
Brand image of
Pepsi.
24%
PRTEX (R.C
COLA)
Can 250 ml
Plastic Bottle
300 ml
1 liter
1.5 liter
15 TK
18 TK
25 TK
35 TK
Several types of
taste like R.C
Lemon, R.C
Cola etc.
12%
COCA COLA Can 250 ml
Glass Bottle
250 ml
1 liter
Plastic Bottle
2 liter
20 TK
10 TK
30 TK
45 TK
Unique taste
Brand image of
Coke.
Unique taste.
27%
GLOBAL
BEVERAGE
(VERGIN)
Can 250 ml
Bottle 1 liter
15 TK
25 TK
Different types
of taste like
Virgin Cola,
Lemon, Diet etc.
8%
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SQUARE
BEVERAGE
(TESTY
COLA)
Can 250 ml
Plastic Bottle
400 ml (Mobile)
1 liter
1.5 liter
Glass Bottle
2 liter
250 ml
18 TK
23 TK
30 TK
35 TK
44 TK
10 TK
Unique vanilla
taste.
Health
conscious.
15%
POSITIONING
Positioning means the way the product is defined by consumers on important
attributes the place the product occupies in customers mind relative to
competing products.
This means what consumers think about a particular product relative to
competing brands. We will discuss about the attributes and benefits of our
product in terms of 4 Ps which are ---
1. Product
2. Price
3. Place
4. Promotion.
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PRODUCT
ATTRIBUTES
Two important attributes of our product is ---
New Vanilla taste
Healthy drink
VALUE
Here the consumers will get a very new taste from our product. They are going to
have the taste of Vanilla with cola for the first time. Consumers are goanna
have the taste of vanilla with typical cola taste. So this will be really new for the
consumers of our country.
BENEFIT
Here in our product consumers will get something which is really good for health.
Consumers will get something which is all most fat free and good for health. So
the benefit of our product is consumers will get very good taste with good quality
which is good for health.
PRICE
ATTRIBUTES
The main attributes of our product in terms of price is --- reasonable price. As
Square is a very strong financed company so it can give products in low price
than the competitors.
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VALUE
Value is it will be a wise purchase for the customers because here the customers
are getting a good quality product in low price.
BENEFIT
Benefit of our product in terms of price is it is highly affordable. It is highly
affordable because it costs low. Because of its low price this is on the capability
range of all people. Most of the people will be able to buy it because of its low
price.
PLACE
ATTRIBUTES
In terms of place our products attributes will be easily affordable because any
one can get our product very easily from any shop they want. Consumers will get
the product when ever they want to have it. We are going to have our product in
most of the superstores, fast foods, university canteens, and grocery shops.
VALUE
The display of the product will be well organized in the shops so that customers
can easily see it and can get the product easily. .
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BENEFIT
The benefit of our product in terms of place is consumers will be able to get the
product very easily .They will be able to get the product when ever then want
from where ever they want to get it.
PROMOTION
ATTRIBUTES
The main attributes of our product in terms of promotion is we will maintain good
communication with the customers and we will have well informed customer.
VALUE
Consumers will get good service while they will be buying our product.
BENEFIT
Consumers will know our product through posturing, advertisement in T.V etc.
very easily.
POSITIONING STATEMENT
To the people who wants to enjoy the different taste of cola from the usual
one in reasonable price. Tasty cola will give you the taste which you never
enjoy before and you will like it very much.
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ACTIVATION
BRANDING
BRAND
Brand is an idea with an identifying name, logo, designs all of which gives a
unique identity. The name of our products brand is Tasty cola which gives the
product a unique identity and this brand name differs our product from other
colas. Our product has its own logo and designs which makes our product
different from other products.
TRADE MARK
Trademark is a legal designation giving exclusive right on brand marks, names
etc. Our product has a trade mark which gives us a legal designation to use the
product name, design, logo etc.
BRAND EQUITY
Brand equity means the positive differential effect that knowing the brand name
has on customer response to the product or service.
Brands are more than just names and symbols. Brands represent consumers
perceptions and feelings about a product and its performance. So the brand
name has a very good impact on the customers and if the brands dont have a
good image on the customers then the product wont do well in the market. So it
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is very important for a new product to create a good brand image in the
customers. And to create brand image we have to do brand name awareness in
between the customers so that they know about our product. We have to create
the brand loyalty so that the consumers can believe in our product
BRANDDEVELOPMENT
EXISTING NEW
NEWBRAND
Here for our product we are following the new brand formula in the brand
development process. As our product is new for SQUARE and it has a new
brand name so this is new brand formula. And this formula is suitable because
SQUARE is a strong financed company. Square is really a well financed
company and they having the capability to carry on this new product for a long
period which will give them profit in the long run. The new brand formula is for
those companies which are big and have a good brand image in the market.
Those companies which are able to invest for long run are suitable for new brand
formula and SQUARE are capable to invest for long run. So for our product the
new brand formula is most suitable.
LINE EXTENSION BRANDEXTENSION
MULTIBRAND NEW BRAND
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PRICING
PRICE
Price is the amount of money charged for a product or service or the sum of the
values that consumers exchange for the benefits of having or using the product
or service.
PRICING STRATEGIES
There are two types of pricing strategies and they are
1. Market Skimming pricing,
2. Market penetration pricing.
For our product we are following the market penetrating method.
MAREKET PENETRATION
It means setting a low price for a new product in order to attract a large number
of buyers and a large market share.
We are following this because our product is new product and the market is very
competitive. So to entering the market successfully and to sustain in the market
we are following this method. As Square is a very big company and have a well
financial background so it can afford good quality products in low price. To
sustain in the market and get the market shares as quickly as possible Tasty
Coal is going to follow the market penetration formula.
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PRICING APPROACH
There are four kind of pricing approaches and we are going to follow the cost
based pricing and competition based pricing for our product.
COST BASED PRICING
We are going to do the cost based pricing because in the drinking segment the
demands fluctuate but the costs are well known. This means here we know about
the cost of production very well and we can easily fix up the price of the product
by adding the production cost and profit price per unit.
COMPETITION BASED PRICING
We are also considering the competition based pricing method. Because in this
method the arrived price would attain sales. It will give us a competitive
advantage and attack our competitors directly. It will give our product a
competitive price which will help it to get market shares quickly because
consumers always look for good products in low price. So if we give good quality
products in low price than obviously consumers will buy our product, which will
give us more profit and market share.
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CHANNEL MANAGEMENT
MARKETING CHANNEL
A set of interdependent organizations involved in the process of making a
product or service available for use or consumption by the consumer or business
user.
OUTLETS
Square is going to distribute the product in different types shops or outlets to
serve the product to the consumers. And the stores are
Superstores / Super malls --- AGORA, NANDAN, P.Q.S etc.
Fast food stores --- HELVETIA, DOMINOUS, and PIZZA
HUT, WIMPY etc.
University canteens --- N.S.U canteen, D.U canteen
(DUTCH) etc.
Local small shops --- local stores which is not big.
We chose this 4 kind of outlets because this types suits most in terms of our
product. Because our product is a cola drink which will be eaten by the young
peoples mostly. As we are doing the mass marketing formula in choosing the
target market so we are having our product in all types of market segments. We
choose four types of outlets for different reasons like --- we chose superstores
because now a days superstores are the most favorite place for most of the
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people. So if we put our product in the superstores then a huge number of people
will know and get the product and our product will be able to compete our
competitors. We put our product in the university canteens so that the students
can get the product easily and students are our big target market. So if we put
our product in the university canteens then it will be sold more and we will get
profit earlier than any where else. We are also giving our product to the local
shops so that all kind of peoples can get it easily and this will give us a big
advantage in creating our brand image as well as good profit.
NATURE OF DISTRIBUTION
There are three kind of distribution system ---
Intensive distribution
Exclusive distribution
Selective distribution
Square is going to follow the selective distribution method.
SELECTIVE DISTRIBUTION
The use of more than one, but fewer than all, of the intermediaries who are
willing to carry the companys product.
We are going to follow the selective method because of some reasons like---
Here we wont give our product to all of the distributors and
this will give us more control on the product price and quality.
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Because if we have less intermediaries than its easy to
control them.
Square has some very good distributors who are really expert
in this segment. These distributors work for Square mainly
and they are very strong in this part as they are distributing
the other products of Square successfully. These distributors
are able to distribute the products in all most all parts of the
country. So we dont need to do intensive distribution to make
our product available to all the peoples.
MARKETING CHANNELS
Marketing channel is very important for better supply and demand management.
There are three types of marketing channels
Direct channel distribution system
Indirect channel distribution system
Multi channel distribution system.
Square is using indirect channel system.
INDIRECT CHANNEL DISTRIBUTION SYSTEM
Indirect marketing channel is that channel which containing one or more
intermediary levels.
Square is using indirect channel distribution system which consists of retailers,
wholesalers, distributor, consumers etc.
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CHANNELCHART
We are using distributors, wholesalers and retailers to distribute our product in
the market. First we are giving our product to the selective distributors and then
distributors give the product to the wholesalers. Retailers are getting the product
from the wholesalers and they are serving the product to the customers. So
Square is following an indirect distribution method.
CHANNEL CONFLICT
Disagreement among marketing channel members on goals and rules that is who
should do what and for what rewards.
For indirect distribution system channel conflict is a big problem which can
damage the product a lot. Here different distributors are looking for selling the
product in different prices so the price goes up very much. Distributors,
wholesalers and retailers increase the product price to get more profit so the
product price becomes very high.
DISTRIBUTOR WHOLE
SALER
RETAILER CONSUMERCOMPANY
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To avoid this channel conflict we are following some techniques which are listed
bellow---
First of all we have fixed our product price so that the
distributors or retailers cant increase the price as there wish.
We have included the price in the packaging.
Then as we are doing selective method to do the distribution
so we wont have to control too much distributors. We will
have a very good influence and control on the distributors and
wholesalers and so the chance of conflict becomes low.
As we are giving permission to some distributors who are
friendly to us so it wont be big problem to control the price and
quality of the product.
COMMUNICATION PLAN
BUYER READINESS STAGE
The stages consumers normally pass through on their way to purchase, including
awareness, knowledge, liking, preference, conviction, and purchase.
Awareness Knowledge Liking
PreferenceConvictionPurchase
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AWARENESS
As our product is knew in the market so we have to make awareness in the first
step. We have to make the consumers aware about our product through
advertising, posturing etc. So to make the consumers aware we will do a lot of
advertising in the TV's, Radios, News papers etc. We will do campaigns in
different places like different universities etc so that people get interest on our
product.
KNOWLEDGE
We will do excessive marketing communication so that consumers can get idea
about our product easily. If the consumers get some knowledge about our
product then they will be interested to buy our product because of our products
features and good quality.
LIKING
We will have to do sampling so that consumers can know the taste of our
product. If consumers know about our products taste than they will start liking it.
PREFERENCE
If the consumers know about the product than they will know what is good in our
brand than our competitors brand and this will attract the consumers more
towards our product.
CONVICTION
If consumers know every thing about our product then they will believe that our
product is the best option for them.
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CONCLUSION
Square is going to introduce Tasty Cola in a very competitive market. The cola
segment of the market is very competitive than the other segments, so to get
good profit from this segment in first few years Square will do a very good
advertising campaign. Peoples usually keep interest on a new product in the
market and to get profit from this Square will try to attract these peoples. Square
is doing a huge marketing process to make Tasty Cola successful in the market
and get profit from this product as soon as possible. Square always stand for
ceaseless afford and they never stand still, slow down, stop thinking and
compromise with the product quality. They believe in using state of the art
technology to cope with the ever changing world. So Square will do what ever it
needs to make Tasty Cola successful in both short and long run.
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BIBLIOGRAPHY
1. www.square-bd.com
2. www.gogle-can.com
3. www.yahoo.com
APPENDICES
AGORA SUPER STORE SALES PERSON.
P.Q.S SUPER STORE SALES PERSON.
PRINCIPLES OF MARKETING PHILIP KOTLER.